With the constantly changing political and social climate, it’s hard to keep up with key events that take place. Each week we curate a selection of notable events so that you can remain informed about current art, design, sustainability and marketing developments.
Consumers Losing Trust in Brands’ Purpose
Yesterday, We Communications released their Brands in Motion global report, “The Bravery Mandate: Make It Real”, where they partnered with YouGov to survey consumers in Australia, Germany, India, Singapore, South Africa, the United Kingdom and the United States. The survey revolved around brand purpose and gave an interesting insight into growing consumer scepticism.
The surveyed consumers had helpful insights regarding brands and their purpose-led environmental, social and governance claims. Whilst they understood that brands don’t need to solve every problem, they preferred them to focus on a single cause instead of changing causes every year. The report found that a lack of transparency of data and quantifiable data-driven goals was the number one reason that consumers become sceptical about brands' purpose-led claims. Sharing a brand’s journey and being transparent led to higher confidence and those brands attracted larger market shares.
“Ultimately, people believe that brands are helping create that better world, but they need to see proof,” said WE Communication’s EVP International Rebecca Wilson. “Now is the time for companies to make it happen, make it matter, make it real.”
The full report can be found at: https://www.we-worldwide.com/insights/brands-in-motion-2022#:~:text=People%20want%20their%20favorite%20brands,actions%20will%20have%20lasting%20impact.
Twitter Introduces Mixed Media Posting and Video Scrolling
On October 5th, Twitter’s Head of Social announced that videos, images and GIFs can now all be shared in the same Tweet. Previously users had to choose between static images or videos or GIFs, but this new development means that users are now able to creatively mix and match media formats. With Twitter’s signature limited word count, the mixed media function opens up a new way for users and marketers to reach their audiences.
Twitter has also introduced video scrolling akin to swiping on TikTok. After watching a video, Twitter will recommend topically related videos from accounts you may not follow. The move is to increase engagement on the platform and has worked across other platforms including Instagram, Facebook and YouTube.
Currently they are also testing a new “Edit Tweet” feature, which many users are positively responding to.
Queen Victoria Market Bans Sale of Fake Indigenous Items
Amidst proposed national regulations banning fake Aboriginal and Torres Strait Islander items from being sold, Queen Victoria Market has chosen to immediately ban sale of these items. Working collaboratively with vendors, QVM would assist in the phasing out of inauthentic Indigenous art.
The Productivity Commission uncovered that two thirds of Indigenous souvenirs sold have no connection to Aboriginal and Torres Strait Islanders. "Selling inauthentic products isn't just disrespectful to the Aboriginal and Torres Strait Islander community and dishonest to customers, it also undercuts Aboriginal and Torres Strait Islander businesses and legitimate artists who are trading in authentic items and trying to make a living," said market chief executive Stan Liacos.
The new law would see the fake items phased out of markets from July 1 next year, before being banned in late 2023.
Queensland Backflips on Attitudes Towards Renewable Energy
Last week Queensland Premier Anastacia Palaszczuk unveiled plans that would see the state transition to 80% renewable energy by 2035, sparking a sudden renewed interest in sustainable energy. Queensland is Australia’s most coal-dependent state, and the transition to hydro pump energy opens the door to the possibility of Australia being 100% renewable. The move falls in line with growing consumer dislike towards fossil fuels and the desire to be perceived as technologically ahead. The recent success of the Greens Party and teal independents at the 2022 election marks a shift in attitudes towards the environment and renewable energy.
To find out more about Queensland’s 13-year plan, head to our article: Queensland Sparks Renewed Interest in Sustainable Energy
Saudi Arabia’s Alignment With Russia Heightens Fears of a Global Recession
Despite frantic lobbying from the US, OPEC+ - the organisation of 13 major oil-producing countries, led by Saudi Arabia - has chosen to cut oil production, a move that shows its alignment with Russia. Western countries have sanctioned Russian products following its invasion of Ukraine, and the oil product cut results in Russia gaining more leverage over the oil market. Petrol prices have both domestic political and global economic implications. On announcement of the cut, oil prices rose overnight by over 1.5% and sparked fears of a global recession.
In the long-term this move could be harmful to OPEC+ but good for the planet; the rising and unsustainable prices of fossil fuels have incentivised many countries to invest in alternate forms of energy production such as hydro or solar power.
In-Store and Online Purchasing Behaviour Increasingly Overlaps
As technology improves, the distinction between online and in-store shopper behaviour blurs. Bazaarvoice Inc., a product reviews and user-generated content (UGC) solutions provider, has released research that surveyed 6000 global shoppers and more than 400 retailers. The results reveal that during the lead up to a consumer’s purchase decision, multiple touch points are used. Brands and marketers need to take advantage of a multichannel marketing approach with both online and in-store touchpoints.
Social media plays an increasingly important role in the discovery, research and conversion. The customer journey today follows a trajectory where a consumer discovers a product from a sponsored retail post, consults reviews of influencers, friends or family before going in-store to test the material and immediately obtain the product. “Consumers are savvier than ever before, researching products before buying them using every touchpoint available, making shopping less segmented than ever,” said Zarina Lam Stanford, Bazaarvoice CMO.
The full research results can be found here: https://www.bazaarvoice.com/resources/omnichannel-retail-ebook/
The man accused of raping Brittany Higgins begins trial
On February 15th, 2021, Brittany Higgins went public with her account of being raped by a male colleague of the Liberal Party in March of 2019. Despite being aware of the implications the allegations would have on herself and the Liberal Party, Higgins chose to come forward in an attempt for justice and change - a move that placed the issue of women’s safety and men’s abuse of power at the centre of national conversation.
Since going public with her allegations, Higgins has rejected the expectation that she should be shamed into silence. Now she is fighting for structural change and measurable action that would prevent sexual abuse and assault in places of institution. "Mistakes are inevitable. For the Department to choose not to act in any way - over the past two years - to improve protocols is downright negligent," said Higgins in a statement on Twitter after going public with her allegations. Since Higgins has come forward, federal police have revealed they received 40 reports about potential offences all related to politics.
The trial of Bruce Lehrmann began earlier this week and will continue for six weeks.
Instagram Introduces A Host of Features for Advertisers
In Q2 2022, Meta reported a 1% drop in Instagram’s revenue - which the company attributed to a “weak advertising demand environment” and “broader macroeconomic uncertainty”. In response, Instagram introduced new ad surfaces in the feed and discovery tabs and added a series of new features including music optimisation for reels, an AI multi-advertiser tool and AR ads. The changes were introduced despite concerns from Instagram users about the increasing transition towards a TikTok-like platform and ads interfering with the user experience. Instagram is also currently testing a monetisation model where eligible creators can earn a percentage of ad profits from ads on their profile feed - this would allow Instagram to expand their reach with existing feed assets.
Despite saying they would listen to the people - who have complained against Instagram’s pivot to more advertising - to protect user experience, Meta’s focus seems to be on advertisers. “We’re continuously looking at new innovative, unique, and powerful ways to help advertisers and brands get discovered and reach new audiences across the app. These new ad formats and tools aim to help brands tell their own story, reach new and existing customers, whilst driving meaningful growth across their businesses,” said Will Easton, managing director, Meta Australia and New Zealand.